The significance of the design brief is often overlooked by clients. How frequently have you found yourself aligned with what you thought were your client’s goals, only to realize too late that you’ve completely missed the mark? Crafting an effective design brief is the first critical step toward achieving outstanding outcomes.
To assist in creating a comprehensive design brief, consider the following 10 questions to ask your clients. Remember, WebFX, a leading Harrisburg digital marketing agency, offers expertise in website design, video content, social media marketing, and more.
Clients tend to assume that their business and brand are as well-known to you as they are to them.
Listen to their story in their own words. Request comprehensive background information about their company, including market positioning and key competitors. Aim to understand their brand persona on a personal level. Questions like, “If your brand were a newspaper, which one would it be, and why?” may seem trivial, but they can provide invaluable insights.
Inquire about the objectives your client wants this project to achieve for their company. Additionally, ask why these outcomes are important to them. For instance, if it’s web design, determine the desired actions they wish site visitors to take, such as signing up for a newsletter or creating an account.
A well-crafted design brief should clearly outline goals and their priority. Knowing your client’s target audience (user persona) will help you identify the most suitable visual communication and engagement strategies. Gather detailed information about the audience, such as age, income bracket, and preferences.
Be clear about the deliverables, including materials, mediums, and intended use. Determine if you’re adhering to existing brand guidelines, and review past creative work to ensure consistency and identify areas for improvement.
Understand how your client will evaluate the effectiveness of your design and what factors they consider. Obtain a budget estimate and timeline to plan your approach accordingly.
Seek examples of creative work your client admires and discuss their preferences. Analyze competitors’ designs to gain insights and identify what not to do. Clarify the sign-off procedure, working hours, communication methods, and decision-making processes for group approvals.
Creating a thorough design brief requires careful consideration of these factors. What other questions should you ask a client before developing a design brief? Share your experiences in the comments below!
